One Of Us
by Dennis Conrad

It was one of those throwaway lines. My Customer Service Associate and I were discussing one of our counterparts in the gaming business. My Associate was very familiar with the individual and was telling me about him. I knew his name and reputation but nothing about his style. 

"Oh, he's one of us," my Associate said. 

One of us. 

I'm not sure I had ever heard the phrase before. But I immediately knew what it meant. 

Still I had to ask the question, "What do you mean by 'one of us?'" 

"You know, he's like me and you." "One of us." 

I paused and looked at my friend/Associate and it became crystal clear why we were happily linked in a business pursuit around a common purpose. We were each "one of us." 

We have explored the notion of "one of us" heavily in the past year. We have worked it into our customer service seminars. We have debated whether or not gaming people we have encountered for the first time, were "one of us." We even anointed a whole training class of Midwest casino employees with the title, because, well, they BEGGED for it and many indeed were "one of us." 

When we explain "one of us," invariably most well-meaning people want to join. 

ONE OF US. Sounds elitist, doesn't it? Well it isn't. There's no club. No dues to pay. No mantra to repeat. Everyone is welcome. 

We talk about "one of us" as it relates to the gaming business, for after all, that is the business we are in. But certainly you can be "one of us" and sell cigars. Or work in an assembly line. 

We have discussed what makes up "one of us" in the gaming industry. We are not 100% in agreement, but that's the thing about being "one of us" - there are as many ways to be "one of us" as there are individuals. 

But there are some guiding principles. 

When you are ONE OF US, you care about the people that you serve and the people with whom you work. You are known for being nice and being willing to go out of your way.

When you are ONE OF US, you want to have fun at work, because you know that is healthier than just going through the motions. 

When you are ONE OF US, you are proud to work in the gaming industry and you are not only not ashamed to gamble yourself, but you also enjoy gambling because it is fun and exciting and it gives you insight into your business. 

When you are ONE OF US, you spend the vast majority of your working time with customers and employees, because you know there's nothing more important. 

When you are ONE OF US, all you really care about is what your customers want. How do you know what your customers want? You continually ask them. You listen. 

When you are ONE OF US, you are always looking at how equipment, or systems, or procedures can be fixed or changed to better serve your guests. 

When you are ONE OF US, you are not too important to pick up some paper on the floor or carry a stray glass to the bar. 

When you are ONE OF US, you care about getting to know people. And not just their names – but their interests, their families, their jobs. You value relationships over profits or paychecks. 

When you are ONE OF US, you are skilled at saying "YES," and rarely say "No." 

When you are ONE OF US, your word is your bond and you always do what you say you are going to do. You return phone calls. 

When you are ONE OF US, you have energy, enthusiasm, and even passion for what you do. 

When you are ONE OF US, you care. And that is not something you can fake. 

The gaming industry could use more of us to be ONE OF US. Don't ask me why it's so hard. 

But you know what? Bill DiBenedetto, who writes CE's Guest Service column, is ONE OF US. And Jim Hughes at Palace Station. And John Groom at Players. And Jerry Egelus at Harrah's Cherokee. And Angie Groeneveld at Circus Circus Reno. And Rick Fields at Aladdin Gaming. You see, we are scattered everywhere in the gaming world. 

We would like to have you be ONE OF US. It might be hard at first. After all, we've all been conditioned to be who we are, how we are. 

If you are already ONE OF US and maybe didn't know it, well, welcome aboard, even though there is nothing really to board. 

And if you are "one of them" and think this is all a bunch of crap and feel safe in your rules and your budgets and procedures? Just remember, we have survived you. Your customers have survived you. 

It is our turn now. Our guests like us. For they too are "one of us."

HOW TO CONTACT RAVING CONSULTING COMPANY

If you are interested in securing the services of Raving Consulting Company or in implementing a Raving Promotion, please contact:

Dennis Conrad, President and Chief Strategist
Raving Consulting Company
475 Hill Street, Suite G
Reno, Nevada 89501
Phone: (775) 329-7864
FAX: (775) 329-4947
email: dennis@ravingconsulting.com